Season 5 Episode 5: Balancing National Consistency & Local Flavor in P2P Events with Susan G. Komen's Andi Hughes

Susan G. Komen's Andi Hughes joins the podcast to discuss how national nonprofits can centralize peer-to-peer programs while preserving essential community connections.

Many large nonprofits struggle with the tension between standardization and localization in their fundraising programs. When national organizations move toward centralized models, they risk losing the authentic community relationships that make peer-to-peer events successful. Yet operating entirely through local structures can create inefficiencies and inconsistent donor experiences.

In this episode, Marcie Maxwell talks with Andi Hughes, Vice President of Signature Peer to Peer Programs at Susan G. Komen. With deep experience in nonprofit fundraising transformation, Andi shares how Komen navigated the complex transition from decentralized to centralized program support while maintaining the local flavor that makes their events resonate.

Andi discusses the strategic decision-making behind Komen’s organizational shift and the practical challenges of managing change across field and national teams. She explores how they determine which decisions require consistency and which benefit from local autonomy, and shares the metrics that demonstrate success beyond just revenue numbers.

Together, we’ll explore:
– Strategic rationale and phased approach for centralizing peer-to-peer program support across a national nonprofit
– Preserving local community connections and authenticity within standardized national event frameworks
– Impact on operational efficiency, fundraising outcomes, and brand presence when balancing autonomy with consistency

Mentioned Links
www.komen.org

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Podcast Guest

Andi Hughes is a seasoned nonprofit leader with a passion for peer-to-peer fundraising and over 25 years of experience in the space. She has led the nation’s most impactful breast cancer events, including the Susan G. Komen 3-Day, Race for the Cure, and MORE THAN PINK Walk and the American Cancer Society’s Making Strides Against Breast Cancer. Known for her data-driven strategic planning and optimized P2P fundraising models, Andi can often be spotted wearing her favorite t-shirt, “That Wasn’t Very Data Driven of You.” Whether spearheading large-scale fundraising initiatives or mentoring high-performing teams, Andi remains committed to making a meaningful impact in the fight against breast cancer.

Podcast Host

Marcie Maxwell is the CEO of the Peer-to-Peer Professional Forum. Marcie joined the P2PPF team in 2021 after 15+ years as a front-line fundraiser, national events & campaign director and fundraising consultant. In her role, Marcie serves as a primary thought leader and community builder for the peer-to-peer fundraising industry. She started her career in fundraising with 10+ years at St. Jude Children’s Research Hospital, where she ran local fundraising events, managed national volunteer partnerships and launched their national walk program. She then spent 5+ years as the Director of Chapter Fundraising Events with Make-A-Wish America, where she provided strategy, support & training to 60 chapters on the full event portfolio – walks, school fundraising, an endurance hiking program and galas & social events. In her most recent role at Charity Dynamics, she partnered with clients to provide strategic guidance and analysis to help them optimize and grow their peer-to-peer fundraising events & campaigns. She holds a bachelor’s degree in Mass Communication from Louisiana State University and a master’s degree in Ethical Leadership from Christian Brothers University. She resides in Memphis, TN.